Liquid Death, Hain Celestial, Kimberly-Clark Pilot Promotion Optimization Tool

Consumer goods companies Liquid Death, The Hain Celestial Group and Kimberly-Clark are increasing precision within their promotion strategies by piloting a platform that allows them to optimize campaigns while they are live. 

The companies are working with Ibotta, using its LiveLift tool to set incremental sales targets, and measure and optimize campaigns in real-time for digital promotions. The technology increases efficiency within the promotions process, giving the companies increased visibility and control over their strategy. 

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The pilot is increasing sales and accelerating purchase cycles for Liquid Death, according to Benoit Vatere, the company's chief media officer. 

"[It] gives us an enhanced ability to measure incremental sales lift, ultimately empowering us to make better informed investment decisions on an ongoing basis,” said Vatere in a statement.

The tech company's recent partnership with Circana gives the CPG companies access to AI-enabled analytics and household lift data through which they can measure "the full impact of their promotional campaigns, including incremental sales that extend beyond the initial promotional period."